1. NCCU Academic Hub
  2. Publications
  3. College of Commerce
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 品牌併購之來源國形象、品牌權益與購買意願之關係
The Relationship between Country-of-Origin Image, Brand Equity, and Consumer Purchase Intention in Brand M&A
作者 廖宜芃
Liao, Yi-Peng
貢獻者 張愛華<br>李嘉林
Chang, Ai-Hwa<br>Lee, Chia-Lin
廖宜芃
Liao, Yi-Peng
關鍵詞 品牌併購
來源國形象
品牌權益
消費者購買意願
Brand M&A
Country-of-origin image
Brand equity
Purchase intention
日期 2018
上傳時間 29-Aug-2018 16:04:38 (UTC+8)
摘要 企業為快速強化己身市佔率與競爭力，從單一品牌發展成多品牌組合；品牌策略中，控制程度與資本投入程度較高的為併購品牌，亦為目前國際市場中品牌組合的主要方式。然目前併購議題研究，鮮少以消費者角度觀察併購事件。是此，本研究以消費者角度探討併購事件對於被併企業品牌之影響。
     
     本研究選定旅遊電商產業作為研究目標，主併品牌與被併品牌於品牌併購後皆存在。主併品牌為虛擬品牌，被併品牌為台灣品牌KKday。透過實驗設計，以品牌市場表現資訊操縱四個來自二個國家的虛擬品牌其品牌權益差異；並建立四組併購事件，探討併購後被併品牌之品牌權益與購買意願之變化。本研究採用網路問卷方式進行資料收集，編寫html code達到受測者點選網址時可被隨機分配至不同組別問卷。
     
     本研究共發放4組問卷，總計471份有效問卷。男女各為40.6%與59.4%；受測者平均年齡為26.5歲；受測者屬於較高的教育程度族群(大專學院校66.7%，研究所28.5%)；職業以學生與上班族為主(43.9%、43.7%)。研究結果顯示，主併品牌之品牌權益對於被併品牌之品牌權益與購買意願提升有正面影響；進一步分析，高品牌權益之主併品牌若來自於來源國形象較佳之國家，相對於來自來源國形象較差之國家，對於權益較低的被併品牌而言，被併品牌權益與購買意願之上升程度顯著較高。透過本研究結果分析，可以發現併購事件對於被併品牌之無形資產會造成顯著變化。因此，在併購活動中，為達併購之正向綜效，被併企業應將主併企業品牌之品牌權益與來源國形象納入策略考量，與具高品牌權益及高來源國形象之企業品牌合併，可大幅提升自身品牌權益與購買意願，如此可避免併購後自身品牌受損，及併購後負面影響之發生。
To strengthen enterprises’ competitive advantage, shifting to multi-brand strategy is the most common way, especially the brand mergers and acquisitions (brand M&A) strategy, fully controlled with high capital investment. M&A studies now rarely focus on consumers’ perspective; therefore, the study starts from how brand M&A affects the brand equity and purchase intention of acquired companies.
     
     The study focuses on online travel booking industry. Both the acquiring and the acquired are existed after brand M&A. The acquirings are virtual and the acquired is KKday from Taiwan. By experiment design, four acquiring companies from two countries with statistically different brand equity were built. By online questionnaire with virtual M&A information, the brand equity and purchase intention of acquired companies would be measured. With html code, subjects are randomly assigned.
     
     The study had four types of questionnaire and 471 valid questionnaires were collected. The average age is 26.5, and the male percentage is 40.6%. The subjects are well-educated (college/university and postgraduate degree, 66.7% and 28.5%, respectively) and most are students and office workers (43.9% and 43.7%, respectively). The study shows that acquiring companies’ brand equity would positively affect the increase in acquired companies’ brand equity and purchase intention. Acquiring companies with better brand equity, coming from country which has better country image, the brand equity and purchase intention of acquired companies would statistically increase after M&A. That means intangible assets would change statistically due M&A. Hence, in order to achieve positive synergy of M&A, acquired companies need to consider carefully and strategically the brand equity and country-of-origin image of acquiring companies.
參考文獻 中文文獻
     埃森哲戰略Accenture Strategy（2015）。全球跨境B2C電商市場展望──數字化消費重塑商業全球化。埃森哲Accenture。
     吳安妮（1992）。台灣企業併購動機之實證研究。管理評論，第11卷：1-28。doi： 10.6656/MR.1992.11.CHI.1
     KPMG安侯建業（2016）。亞太電商概覽。KPMG Taiwan。
     世界旅行和旅遊理事會（2018）。2018旅行和旅遊──全球經濟影響報告。World Travel & Tourism Council世界旅行和旅遊理事會。
     吳廣文、黃劭彥、林琦珍、吳昆璋（2009）。品牌來源國及品牌權益對年輕女鞋消費者購買意願之影響。中華管理學報，第十卷第三期，25-44。doi：10.30053/CHJM.200909.0002
     吳統雄（1992）。態度與行為研究的信度與效度：理論、應用、反省。民意學術專刊夏季號，29-53。
     
     英文文獻
     Aaker, D. A. (1991). Managing brand equity : capitalizing on the value of a brand name. New York; Toronto; New York: Free Press ; Maxwell Macmillan Canada ; Maxwell Macmillan International.
     Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-&. doi:Doi 10.2307/41165845
     Ahmed, Z. U., Johnson, J. P., Yang, X., Kheng Fatt, C., Sack Teng, H., & Chee Boon, L. (2004). Does country of origin matter for low‐involvement products? International Marketing Review, 21(1), 102-120. doi:10.1108/02651330410522925
     Assael, H. (1992). Consumer Behavior and Marketing Action: PWS-KENT Pub.
     Badri, M. A., Davis, D. L., & Davis, D. F. (1995). Decision support for global marketing strategies: the effect of country of origin on product evaluation. Journal of Product & Brand Management, 4(5), 49-64. doi:10.1108/10610429510103827
     Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude-behavior relationship. Journal of Personality and Social Psychology, 37(6), 913-929. doi:10.1037/0022-3514.37.6.913
     Balmer, J. M. T., & Dinnie, K. (1999). Corporate identity and corporate communications: the antidote to merger madness. Corporate Communications: An International Journal, 4(4), 182-192. doi:10.1108/13563289910299300
     Biswas, A. (1992). The Moderating Role of Brand Familiarity in Reference Price Perceptions. Journal of Business Research, 25(3), 251-262. doi:Doi 10.1016/0148-2963(92)90033-8
     Brouthers, K. D., van Hastenburg, P., & van den Ven, J. (1998). If most mergers fail why are they so popular? Long Range Planning, 31(3), 347-353. doi:10.1016/s0024-6301(98)80002-2
     Cathy, J. C.-W., Cynthia, A. R., & Donthu, N. (1995). Brand Equity, Brand Preference, and Purchase Intent. Journal of Advertising, 24(3), 25-40.
     Chao, P. (1993). Partitioning Country-of-Origin Effects - Consumer Evaluations of a Hybrid Product. Journal of International Business Studies, 24(2), 291-306. doi:DOI 10.1057/palgrave.jibs.8490851
     Cooke, T. E. (1989). Voluntary corporate disclosure by Swedish companies. Journal of International Financial Management & Accounting, 1(2), 171-195.
     Dalakas, V., & Levin, A. M. (2005). The balance theory domino: How sponsorships may elicit negative consumer attitudes. ACR North American Advances.
     Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers Product Evaluations. Journal of Marketing Research, 28(3), 307-319. doi:Doi 10.2307/3172866
     Elgers, P. T., & Clark, J. J. (1980). Merger Types and Shareholder Returns - Additional Evidence. Financial Management, 9(2), 66-72. doi:Doi 10.2307/3665170
     Ettenson, J. K. R. (2006). Merging the brands and branding the merger. MIT Sloan Management Review, 47(4), 39.
     Farquhar, P. H. (1989). Managing brand equity. Marketing research, 1(3).
     Hamzaoui, L., & Merunka, D. (2006). The impact of country of design and country of manufacture on consumer perceptions of bi‐national products` quality: an empirical model based on the concept of fit. Journal of Consumer Marketing, 23(3), 145-155. doi:10.1108/07363760610663303
     Han, C. M. (1989). Country Image - Halo or Summary Construct. Journal of Marketing Research, 26(2), 222-229. doi:Doi 10.2307/3172608
     Han, C. M. (1990). Testing the Role of Country Image in Consumer Choice Behaviour. European Journal of Marketing, 24(6), 24-40. doi:10.1108/eum0000000000609
     Han, C. M., & Terpstra, V. (1988). Country-of-Origin Effects for Uni-National and Bi-National Products. Journal of International Business Studies, 19(2), 235-255. doi:DOI 10.1057/palgrave.jibs.8490379
     Heider, F. (1958). The Psychology of Interpersonal Relations. New York: Wiley.
     Hoyer, W. D., & Brown, S. P. (1990). Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product. Journal of Consumer Research, 17(2), 141-148. doi:Doi 10.1086/208544
     Insch, G. S., & McBride, J. B. (2008). Decomposing the Country-of-Origin Construct. Journal of International Consumer Marketing, 10(4), 69-91. doi:10.1300/J046v10n04_05
     Katz, D. (1960). The Functional-Approach to the Study of Attitudes. Public Opinion Quarterly, 24(2), 163-204. doi:Doi 10.1086/266945
     Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22. doi:Doi 10.2307/1252054
     Keller, K. L. (2003). Strategic brand management: building, measuring, and managing brand equity: Prentice Hall, Upper Saddle River.
     Khan, N., Rahmani, S. H. R., Hoe, H. Y., & Chen, T. B. (2014). Causal relationships among dimensions of consumer-based brand equity and purchase intention: Fashion industry. International Journal of Business and Management, 10(1), 172.
     Kim, P. (1990). A Perspective on Brands. Journal of Consumer Marketing, 7(4), 63-67. doi:10.1108/eum0000000002590
     Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Are Consumers Really Willing to Pay More for a Favorable Country Image? A Study of Country-of-Origin Effects on Willingness to Pay. Journal of International Marketing, 20(1), 19-41. doi:10.1509/jim.10.0140
     Kotler, P. (2000). Marketing Management：Analysis, Planning, Implementation, and Control (10th ED.). New York: Prentice Hall.
     Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4), 249-261. doi:10.1057/palgrave.bm.2540076
     Lien, C.-H., Wen, M.-J., Huang, L.-C., & Wu, K.-L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. doi:10.1016/j.apmrv.2015.03.005
     Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology, 22 140, 55-55.
     Martin, I. M., & Eroglu, S. (1993). Measuring a multi-dimensional construct: Country image. Journal of Business Research, 28(3), 191-210. doi:10.1016/0148-2963(93)90047-s
     Murphy, J. M. (1990). Brand Strategy: Prentice Hall.
     Nagashima, A. (1970). A Comparison of Japanese and U. S. Attitudes toward Foreign Products. Journal of Marketing, 34(1), 68. doi:10.2307/1250298
     Newberry, C. R., Klemz, B. R., & Boshoff, C. (2003). Managerial implications of predicting purchase behavior from purchase intentions: a retail patronage case study. Journal of Services Marketing, 17(6), 609-620. doi:10.1108/08876040310495636
     Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer‐based brand equity: improving the measurement – empirical evidence. Journal of Product & Brand Management, 14(3), 143-154. doi:10.1108/10610420510601012
     Parameswaran, R., & Pisharodi, R. M. (1994). Facets of Country-of-Origin Image - an Empirical-Assessment. Journal of Advertising, 23(1), 43-56. doi:Doi 10.1080/00913367.1994.10673430
     Pierce, A., & Moukanas, H. (2002). Portfolio power: harnessing a group of brands to drive profitable growth. Strategy & Leadership, 30(5), 15-21. doi:10.1108/10878570210442515
     Rosenberg, M. J., & Hanland, C. I. (1960). Cognitive, affective, and behavioral components of attitude Attitude Organization and Change：An Analysis of Consistency among Attitide Components.: Yale University Press.
     Roth, M. S., & Romeo, J. B. (1992). Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects. Journal of International Business Studies, 23(3), 477-497. doi:10.1057/palgrave.jibs.8490276
     Schooler, R. D. (1965). Product Bias in the Central American Common-Market. Journal of Marketing Research, 2(4), 394-397. doi:Doi 10.2307/3149486
     Shocker, A., & Weitz, B. (1988). A perspective on brand equity principles and issues. MA: Marketing Science Institute, 88-104.
     Simon, C. J., & Sullivan, M. W. (1993). The Measurement and Determinants of Brand Equity - a Financial Approach. Marketing Science, 12(1), 28-52. doi:DOI 10.1287/mksc.12.1.28
     Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245. doi:10.1016/s0022-4359(99)80094-3
     Swinyard, W. R. (1993). The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions. Journal of Consumer Research, 20(2), 271-280. doi:Doi 10.1086/209348
     Tauber, E. M. (1988). Brand Leverage - Strategy for Growth in a Cost-Control World. Journal of Advertising Research, 28(4), 26-30.
     Urde, M. (1994). Brand Orientation – A Strategy for Survival. Journal of Consumer Marketing, 11(3), 18-32. doi:10.1108/07363769410065445
     Vernon, R. (1966). International Investment and International Trade in the Product Cycle. The Quarterly Journal of Economics, 80(2), 190. doi:10.2307/1880689
     Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value - a Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22. doi:Doi 10.2307/1251446
     
     網站文獻
     Ocean Tomo Intellectual Capital Equity. (2015). Intangible Asset Market Value Study. Retrieved from
     http://www.oceantomo.com/2015/03/04/2015-intangible-asset-market-value-study/, retrieved at 2018/3/20.
     黃日燦（2016）。有機成長+併購＝成功轉型。哈佛商業評論Harvard Business Review。取自https://www.hbrtaiwan.com/article_content_AR0003497.html， 2018年4月16日檢索。
     台灣併購與私募股權協會（無年代）。併購概要。台灣併購與私募股權協會。取自http://www.mapect.com/knowledge_mna_pra01.php， 2018年4月16日檢索。
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
105363012
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105363012
資料類型 thesis
dc.contributor.advisor 張愛華<br>李嘉林zh_TW
dc.contributor.advisor Chang, Ai-Hwa<br>Lee, Chia-Linen_US
dc.contributor.author (Authors) 廖宜芃zh_TW
dc.contributor.author (Authors) Liao, Yi-Pengen_US
dc.creator (作者) 廖宜芃zh_TW
dc.creator (作者) Liao, Yi-Pengen_US
dc.date (日期) 2018en_US
dc.date.accessioned 29-Aug-2018 16:04:38 (UTC+8)-
dc.date.available 29-Aug-2018 16:04:38 (UTC+8)-
dc.date.issued (上傳時間) 29-Aug-2018 16:04:38 (UTC+8)-
dc.identifier (Other Identifiers) G0105363012en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119802-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 105363012zh_TW
dc.description.abstract (摘要) 企業為快速強化己身市佔率與競爭力，從單一品牌發展成多品牌組合；品牌策略中，控制程度與資本投入程度較高的為併購品牌，亦為目前國際市場中品牌組合的主要方式。然目前併購議題研究，鮮少以消費者角度觀察併購事件。是此，本研究以消費者角度探討併購事件對於被併企業品牌之影響。
     
     本研究選定旅遊電商產業作為研究目標，主併品牌與被併品牌於品牌併購後皆存在。主併品牌為虛擬品牌，被併品牌為台灣品牌KKday。透過實驗設計，以品牌市場表現資訊操縱四個來自二個國家的虛擬品牌其品牌權益差異；並建立四組併購事件，探討併購後被併品牌之品牌權益與購買意願之變化。本研究採用網路問卷方式進行資料收集，編寫html code達到受測者點選網址時可被隨機分配至不同組別問卷。
     
     本研究共發放4組問卷，總計471份有效問卷。男女各為40.6%與59.4%；受測者平均年齡為26.5歲；受測者屬於較高的教育程度族群(大專學院校66.7%，研究所28.5%)；職業以學生與上班族為主(43.9%、43.7%)。研究結果顯示，主併品牌之品牌權益對於被併品牌之品牌權益與購買意願提升有正面影響；進一步分析，高品牌權益之主併品牌若來自於來源國形象較佳之國家，相對於來自來源國形象較差之國家，對於權益較低的被併品牌而言，被併品牌權益與購買意願之上升程度顯著較高。透過本研究結果分析，可以發現併購事件對於被併品牌之無形資產會造成顯著變化。因此，在併購活動中，為達併購之正向綜效，被併企業應將主併企業品牌之品牌權益與來源國形象納入策略考量，與具高品牌權益及高來源國形象之企業品牌合併，可大幅提升自身品牌權益與購買意願，如此可避免併購後自身品牌受損，及併購後負面影響之發生。		zh_TW
dc.description.abstract (摘要) To strengthen enterprises’ competitive advantage, shifting to multi-brand strategy is the most common way, especially the brand mergers and acquisitions (brand M&A) strategy, fully controlled with high capital investment. M&A studies now rarely focus on consumers’ perspective; therefore, the study starts from how brand M&A affects the brand equity and purchase intention of acquired companies.
     
     The study focuses on online travel booking industry. Both the acquiring and the acquired are existed after brand M&A. The acquirings are virtual and the acquired is KKday from Taiwan. By experiment design, four acquiring companies from two countries with statistically different brand equity were built. By online questionnaire with virtual M&A information, the brand equity and purchase intention of acquired companies would be measured. With html code, subjects are randomly assigned.
     
     The study had four types of questionnaire and 471 valid questionnaires were collected. The average age is 26.5, and the male percentage is 40.6%. The subjects are well-educated (college/university and postgraduate degree, 66.7% and 28.5%, respectively) and most are students and office workers (43.9% and 43.7%, respectively). The study shows that acquiring companies’ brand equity would positively affect the increase in acquired companies’ brand equity and purchase intention. Acquiring companies with better brand equity, coming from country which has better country image, the brand equity and purchase intention of acquired companies would statistically increase after M&A. That means intangible assets would change statistically due M&A. Hence, in order to achieve positive synergy of M&A, acquired companies need to consider carefully and strategically the brand equity and country-of-origin image of acquiring companies.		en_US
dc.description.tableofcontents 第壹章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的 4
     第三節 研究範疇 4
     第四節 研究流程 5
     第貳章 文獻探討 6
     第一節 併購 6
     第二節 來源國形象 10
     第三節 品牌權益 15
     第四節 消費者態度 24
     第五節 消費者購買意願 26
     第參章 研究方法 27
     第一節 研究架構 27
     第二節 研究假說 27
     第三節 變項定義 30
     第四節 研究設計 32
     第肆章 研究分析 40
     第一節 描述統計 40
     第二節 信度與實驗操作結果 42
     第三節 假說檢定 45
     第伍章 結論與建議 56
     第一節 研究結果 56
     第二節 管理意涵 57
     第三節 研究限制與未來研究建議 59
     第陸章 參考文獻 60
     附件一 問卷I 65
     附件二 問卷II 74
     附件三 問卷III 83
     附件四 問卷IV 92		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105363012en_US
dc.subject (關鍵詞) 品牌併購zh_TW
dc.subject (關鍵詞) 來源國形象zh_TW
dc.subject (關鍵詞) 品牌權益zh_TW
dc.subject (關鍵詞) 消費者購買意願zh_TW
dc.subject (關鍵詞) Brand M&Aen_US
dc.subject (關鍵詞) Country-of-origin imageen_US
dc.subject (關鍵詞) Brand equityen_US
dc.subject (關鍵詞) Purchase intentionen_US
dc.title (題名) 品牌併購之來源國形象、品牌權益與購買意願之關係zh_TW
dc.title (題名) The Relationship between Country-of-Origin Image, Brand Equity, and Consumer Purchase Intention in Brand M&Aen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文文獻
     埃森哲戰略Accenture Strategy（2015）。全球跨境B2C電商市場展望──數字化消費重塑商業全球化。埃森哲Accenture。
     吳安妮（1992）。台灣企業併購動機之實證研究。管理評論，第11卷：1-28。doi： 10.6656/MR.1992.11.CHI.1
     KPMG安侯建業（2016）。亞太電商概覽。KPMG Taiwan。
     世界旅行和旅遊理事會（2018）。2018旅行和旅遊──全球經濟影響報告。World Travel & Tourism Council世界旅行和旅遊理事會。
     吳廣文、黃劭彥、林琦珍、吳昆璋（2009）。品牌來源國及品牌權益對年輕女鞋消費者購買意願之影響。中華管理學報，第十卷第三期，25-44。doi：10.30053/CHJM.200909.0002
     吳統雄（1992）。態度與行為研究的信度與效度：理論、應用、反省。民意學術專刊夏季號，29-53。
     
     英文文獻
     Aaker, D. A. (1991). Managing brand equity : capitalizing on the value of a brand name. New York; Toronto; New York: Free Press ; Maxwell Macmillan Canada ; Maxwell Macmillan International.
     Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-&. doi:Doi 10.2307/41165845
     Ahmed, Z. U., Johnson, J. P., Yang, X., Kheng Fatt, C., Sack Teng, H., & Chee Boon, L. (2004). Does country of origin matter for low‐involvement products? International Marketing Review, 21(1), 102-120. doi:10.1108/02651330410522925
     Assael, H. (1992). Consumer Behavior and Marketing Action: PWS-KENT Pub.
     Badri, M. A., Davis, D. L., & Davis, D. F. (1995). Decision support for global marketing strategies: the effect of country of origin on product evaluation. Journal of Product & Brand Management, 4(5), 49-64. doi:10.1108/10610429510103827
     Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and the attitude-behavior relationship. Journal of Personality and Social Psychology, 37(6), 913-929. doi:10.1037/0022-3514.37.6.913
     Balmer, J. M. T., & Dinnie, K. (1999). Corporate identity and corporate communications: the antidote to merger madness. Corporate Communications: An International Journal, 4(4), 182-192. doi:10.1108/13563289910299300
     Biswas, A. (1992). The Moderating Role of Brand Familiarity in Reference Price Perceptions. Journal of Business Research, 25(3), 251-262. doi:Doi 10.1016/0148-2963(92)90033-8
     Brouthers, K. D., van Hastenburg, P., & van den Ven, J. (1998). If most mergers fail why are they so popular? Long Range Planning, 31(3), 347-353. doi:10.1016/s0024-6301(98)80002-2
     Cathy, J. C.-W., Cynthia, A. R., & Donthu, N. (1995). Brand Equity, Brand Preference, and Purchase Intent. Journal of Advertising, 24(3), 25-40.
     Chao, P. (1993). Partitioning Country-of-Origin Effects - Consumer Evaluations of a Hybrid Product. Journal of International Business Studies, 24(2), 291-306. doi:DOI 10.1057/palgrave.jibs.8490851
     Cooke, T. E. (1989). Voluntary corporate disclosure by Swedish companies. Journal of International Financial Management & Accounting, 1(2), 171-195.
     Dalakas, V., & Levin, A. M. (2005). The balance theory domino: How sponsorships may elicit negative consumer attitudes. ACR North American Advances.
     Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers Product Evaluations. Journal of Marketing Research, 28(3), 307-319. doi:Doi 10.2307/3172866
     Elgers, P. T., & Clark, J. J. (1980). Merger Types and Shareholder Returns - Additional Evidence. Financial Management, 9(2), 66-72. doi:Doi 10.2307/3665170
     Ettenson, J. K. R. (2006). Merging the brands and branding the merger. MIT Sloan Management Review, 47(4), 39.
     Farquhar, P. H. (1989). Managing brand equity. Marketing research, 1(3).
     Hamzaoui, L., & Merunka, D. (2006). The impact of country of design and country of manufacture on consumer perceptions of bi‐national products` quality: an empirical model based on the concept of fit. Journal of Consumer Marketing, 23(3), 145-155. doi:10.1108/07363760610663303
     Han, C. M. (1989). Country Image - Halo or Summary Construct. Journal of Marketing Research, 26(2), 222-229. doi:Doi 10.2307/3172608
     Han, C. M. (1990). Testing the Role of Country Image in Consumer Choice Behaviour. European Journal of Marketing, 24(6), 24-40. doi:10.1108/eum0000000000609
     Han, C. M., & Terpstra, V. (1988). Country-of-Origin Effects for Uni-National and Bi-National Products. Journal of International Business Studies, 19(2), 235-255. doi:DOI 10.1057/palgrave.jibs.8490379
     Heider, F. (1958). The Psychology of Interpersonal Relations. New York: Wiley.
     Hoyer, W. D., & Brown, S. P. (1990). Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product. Journal of Consumer Research, 17(2), 141-148. doi:Doi 10.1086/208544
     Insch, G. S., & McBride, J. B. (2008). Decomposing the Country-of-Origin Construct. Journal of International Consumer Marketing, 10(4), 69-91. doi:10.1300/J046v10n04_05
     Katz, D. (1960). The Functional-Approach to the Study of Attitudes. Public Opinion Quarterly, 24(2), 163-204. doi:Doi 10.1086/266945
     Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22. doi:Doi 10.2307/1252054
     Keller, K. L. (2003). Strategic brand management: building, measuring, and managing brand equity: Prentice Hall, Upper Saddle River.
     Khan, N., Rahmani, S. H. R., Hoe, H. Y., & Chen, T. B. (2014). Causal relationships among dimensions of consumer-based brand equity and purchase intention: Fashion industry. International Journal of Business and Management, 10(1), 172.
     Kim, P. (1990). A Perspective on Brands. Journal of Consumer Marketing, 7(4), 63-67. doi:10.1108/eum0000000002590
     Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Are Consumers Really Willing to Pay More for a Favorable Country Image? A Study of Country-of-Origin Effects on Willingness to Pay. Journal of International Marketing, 20(1), 19-41. doi:10.1509/jim.10.0140
     Kotler, P. (2000). Marketing Management：Analysis, Planning, Implementation, and Control (10th ED.). New York: Prentice Hall.
     Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4), 249-261. doi:10.1057/palgrave.bm.2540076
     Lien, C.-H., Wen, M.-J., Huang, L.-C., & Wu, K.-L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. doi:10.1016/j.apmrv.2015.03.005
     Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology, 22 140, 55-55.
     Martin, I. M., & Eroglu, S. (1993). Measuring a multi-dimensional construct: Country image. Journal of Business Research, 28(3), 191-210. doi:10.1016/0148-2963(93)90047-s
     Murphy, J. M. (1990). Brand Strategy: Prentice Hall.
     Nagashima, A. (1970). A Comparison of Japanese and U. S. Attitudes toward Foreign Products. Journal of Marketing, 34(1), 68. doi:10.2307/1250298
     Newberry, C. R., Klemz, B. R., & Boshoff, C. (2003). Managerial implications of predicting purchase behavior from purchase intentions: a retail patronage case study. Journal of Services Marketing, 17(6), 609-620. doi:10.1108/08876040310495636
     Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer‐based brand equity: improving the measurement – empirical evidence. Journal of Product & Brand Management, 14(3), 143-154. doi:10.1108/10610420510601012
     Parameswaran, R., & Pisharodi, R. M. (1994). Facets of Country-of-Origin Image - an Empirical-Assessment. Journal of Advertising, 23(1), 43-56. doi:Doi 10.1080/00913367.1994.10673430
     Pierce, A., & Moukanas, H. (2002). Portfolio power: harnessing a group of brands to drive profitable growth. Strategy & Leadership, 30(5), 15-21. doi:10.1108/10878570210442515
     Rosenberg, M. J., & Hanland, C. I. (1960). Cognitive, affective, and behavioral components of attitude Attitude Organization and Change：An Analysis of Consistency among Attitide Components.: Yale University Press.
     Roth, M. S., & Romeo, J. B. (1992). Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects. Journal of International Business Studies, 23(3), 477-497. doi:10.1057/palgrave.jibs.8490276
     Schooler, R. D. (1965). Product Bias in the Central American Common-Market. Journal of Marketing Research, 2(4), 394-397. doi:Doi 10.2307/3149486
     Shocker, A., & Weitz, B. (1988). A perspective on brand equity principles and issues. MA: Marketing Science Institute, 88-104.
     Simon, C. J., & Sullivan, M. W. (1993). The Measurement and Determinants of Brand Equity - a Financial Approach. Marketing Science, 12(1), 28-52. doi:DOI 10.1287/mksc.12.1.28
     Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245. doi:10.1016/s0022-4359(99)80094-3
     Swinyard, W. R. (1993). The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions. Journal of Consumer Research, 20(2), 271-280. doi:Doi 10.1086/209348
     Tauber, E. M. (1988). Brand Leverage - Strategy for Growth in a Cost-Control World. Journal of Advertising Research, 28(4), 26-30.
     Urde, M. (1994). Brand Orientation – A Strategy for Survival. Journal of Consumer Marketing, 11(3), 18-32. doi:10.1108/07363769410065445
     Vernon, R. (1966). International Investment and International Trade in the Product Cycle. The Quarterly Journal of Economics, 80(2), 190. doi:10.2307/1880689
     Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value - a Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22. doi:Doi 10.2307/1251446
     
     網站文獻
     Ocean Tomo Intellectual Capital Equity. (2015). Intangible Asset Market Value Study. Retrieved from
     http://www.oceantomo.com/2015/03/04/2015-intangible-asset-market-value-study/, retrieved at 2018/3/20.
     黃日燦（2016）。有機成長+併購＝成功轉型。哈佛商業評論Harvard Business Review。取自https://www.hbrtaiwan.com/article_content_AR0003497.html， 2018年4月16日檢索。
     台灣併購與私募股權協會（無年代）。併購概要。台灣併購與私募股權協會。取自http://www.mapect.com/knowledge_mna_pra01.php， 2018年4月16日檢索。		zh_TW
dc.identifier.doi (DOI) 10.6814/THE.NCCU.MBA.072.2018.F08-